size fits all search engine. having search engines optimized for what you're already doing. >> rose: what does that mean for google? >> i think google has an enormous strategic problem. i think of google as a genius company. microsoft anding into rl the most disadvantage bid apple. they were monopolists of the world of wired internet, back on p.c.s. microsoft had 96% share of operating systems five years ago and google had -- >> rose: 95% five years ago? >> yes. 96% five years ago. >> rose: windows was 95% of operating systems? >> of connected operating systems so they were just competing with macintosh. then i.o.s. and the apple products come and today smart phones are half of all connected devices. so microsoft lost half of the market. so it went from 96% to half of that simply because of not participating in smart phones and in the case of google search went from being the most important application in the wired web to a not very important application on mobile and so even though google's share is higher on mobile than desktop, people are doing fewer searches because frankly on a